Le Gruyère AOP
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Details
Le Gruyère AOP is the most produced cheese in Switzerland. Le Gruyère AOP is the most widely produced cheese in Switzerland. A premium product for people who appreciate quality - and good taste. The definition of the target group was not based on socio-demographic factors, but on the mindset approach. The latest data from best for planning showed maximum congruence between the brand values and those of the quality-oriented LOHAS (Lifestyle of Health and Sustainability) target group. The consistently LOHAS-focused campaign was implemented in three strategic clusters: visibility (print and digital), experience (event) and tasting (POS).
The Jury‘s Statement
Le Gruyère AOP represents over 900 years of tradition and an unmistakable taste experience. The awarded brand project impressively combines the brand’s values – authenticity, quality, and sustainability – with the lifestyles of a modern, value-oriented target group. Particularly noteworthy is the strategically sophisticated, harmoniously executed 360° communication, which is emotionally engaging, elegantly staged, and consistently compelling. This project sets benchmarks for targeted and impactful brand management.
